| Precio | Diferencia con el precio medio | |
|---|---|---|
| BOLD SKIN | 22.50 | -14.93 |
| CARPE | 56.00 | 18.57 |
| CREMESOLE | 15.99 | -21.44 |
| CÉU PROTECT | 33.95 | -3.48 |
| ECLIPSE | 54.99 | 17.56 |
| ESSENCE D’OR | 39.99 | 2.56 |
| GOLDEN HOUR | 18.50 | -18.93 |
| SOLAIR D´OR | 74.95 | 37.52 |
| SOLAR GLOW | 55.00 | 17.57 |
| SOLEÁ CREAMS | 19.95 | -17.48 |
| VIOLISOL | 19.95 | -17.48 |
| * Precios en euros (€) |
| Hipermercados | Supermercados | Tiendas especializadas | |
|---|---|---|---|
| BOLD SKIN | 1,000,000 | 2,000,000 | 2,000,000 |
| CARPE | 200,000 | 0 | 300,000 |
| CREMESOLE | 200,000 | 900,000 | 400,000 |
| CÉU PROTECT | 0 | 0 | 4,500,000 |
| ECLIPSE | 2,400,000 | 0 | 3,600,000 |
| ESSENCE D’OR | 900,000 | 600,000 | 2,500,000 |
| GOLDEN HOUR | 1,942,500 | 1,890,000 | 1,417,500 |
| SOLAIR D´OR | 2,500,000 | 750,000 | 2,500,000 |
| SOLAR GLOW | 0 | 0 | 5,000,000 |
| SOLEÁ CREAMS | 3,000,000 | 2,500,000 | 4,500,000 |
| VIOLISOL | 1,000,000 | 2,000,000 | 2,000,000 |
| * Inversiones en euros (€) |
| Factor de protección | Resistencia al agua | Ingredientes naturales | Vitaminas | Tipo de envase | |
|---|---|---|---|---|---|
| BOLD SKIN | 10 | 6 | 5 | 0 | Tubo |
| CARPE | 7 | 2 | 5 | 5 | Tarro |
| CREMESOLE | 8 | 7 | 0 | 0 | Aerosol |
| CÉU PROTECT | 7 | 7 | 8 | 2 | Tubo |
| ECLIPSE | 7 | 0 | 5 | 5 | Tarro |
| ESSENCE D’OR | 8 | 1 | 1 | 7 | Tubo |
| GOLDEN HOUR | 9 | 8 | 5 | 0 | Tubo |
| SOLAIR D´OR | 9 | 4 | 4 | 7 | Tarro |
| SOLAR GLOW | 8 | 0 | 3 | 8 | Tarro |
| SOLEÁ CREAMS | 10 | 1 | 0 | 6 | Tarro |
| VIOLISOL | 5 | 8 | 3 | 2 | Aerosol |
| * Composición de productos (escala 0-10) |
| Televisión | Radio | Prensa | Internet | |
|---|---|---|---|---|
| BOLD SKIN | 100,000 | 700,000 | 300,000 | 0 |
| CARPE | 500,000 | 0 | 500,000 | 1,000,000 |
| CREMESOLE | 1,000,000 | 0 | 100,000 | 2,000,000 |
| CÉU PROTECT | 3,500,000 | 0 | 2,500,000 | 4,000,000 |
| ECLIPSE | 3,600,000 | 450,000 | 1,350,000 | 3,600,000 |
| ESSENCE D’OR | 2,300,000 | 200,000 | 1,100,000 | 1,400,000 |
| GOLDEN HOUR | 1,890,000 | 1,260,000 | 1,260,000 | 1,890,000 |
| SOLAIR D´OR | 2,500,000 | 0 | 1,000,000 | 3,000,000 |
| SOLAR GLOW | 5,000,000 | 0 | 2,000,000 | 3,000,000 |
| SOLEÁ CREAMS | 4,000,000 | 0 | 3,400,000 | 2,400,000 |
| VIOLISOL | 2,500,000 | 700,000 | 300,000 | 3,500,000 |
| * Inversión en Euros |
| Social | Humor | Miedo | Romance | Aventura | Éxito | |
|---|---|---|---|---|---|---|
| BOLD SKIN | 7 | 0 | 0 | 0 | 0 | 3 |
| CARPE | 7 | 0 | 0 | 4 | 0 | 8 |
| CREMESOLE | 6 | 0 | 0 | 0 | 9 | 8 |
| CÉU PROTECT | 8 | 2 | 3 | 0 | 0 | 5 |
| ECLIPSE | 8 | 0 | 2 | 0 | 0 | 10 |
| ESSENCE D’OR | 0 | 0 | 5 | 6 | 0 | 9 |
| GOLDEN HOUR | 6 | 3 | 1 | 0 | 10 | 9 |
| SOLAIR D´OR | 0 | 0 | 0 | 8 | 0 | 10 |
| SOLAR GLOW | 8 | 0 | 6 | 0 | 0 | 10 |
| SOLEÁ CREAMS | 3 | 0 | 0 | 0 | 0 | 7 |
| VIOLISOL | 10 | 6 | 0 | 3 | 5 | 8 |
| * Diseño del mensaje (escala 0-10) |
| Ventas en volumen | Ventas en valor | |
|---|---|---|
| BOLD SKIN | 318,321 | 7,162,223 |
| CARPE | 22,536 | 1,262,016 |
| CREMESOLE | 109,863 | 1,756,709 |
| CÉU PROTECT | 175,000 | 5,941,250 |
| ECLIPSE | 141,789 | 7,796,977 |
| ESSENCE D’OR | 66,669 | 2,666,093 |
| GOLDEN HOUR | 600,000 | 11,100,000 |
| SOLAIR D´OR | 62,913 | 4,715,329 |
| SOLAR GLOW | 174,654 | 9,605,970 |
| SOLEÁ CREAMS | 200,000 | 3,990,000 |
| VIOLISOL | 579,523 | 11,561,484 |
| Marca | Cuota de mercado (en volumen) | Cuota de mercado (en valor) |
|---|---|---|
| BOLD SKIN | 12.99 | 10.6 |
| CARPE | 0.92 | 1.87 |
| CREMESOLE | 4.48 | 2.6 |
| CÉU PROTECT | 7.14 | 8.79 |
| ECLIPSE | 5.78 | 11.54 |
| ESSENCE D’OR | 2.72 | 3.95 |
| GOLDEN HOUR | 24.48 | 16.43 |
| SOLAIR D´OR | 2.57 | 6.98 |
| SOLAR GLOW | 7.13 | 14.22 |
| SOLEÁ CREAMS | 8.16 | 5.91 |
| VIOLISOL | 23.64 | 17.11 |
| TOTAL | 100.00 | 100.00 |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D´OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 63,664 | 9,014 | 14,648 | 0 | 56,716 | 15,001 | 222,000 | 27,353 | 0 | 60,000 | 115,905 |
| Supermercados | 127,328 | 0 | 65,918 | 0 | 0 | 10,000 | 216,000 | 8,206 | 0 | 50,000 | 231,809 |
| Tiendas especializadas | 127,328 | 13,522 | 29,297 | 175,000 | 85,073 | 41,668 | 162,000 | 27,353 | 174,654 | 90,000 | 231,809 |
| * Datos en unidades vendidas |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D´OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | TOTAL | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 10.9 | 1.54 | 2.51 | 0 | 9.71 | 2.57 | 37.99 | 4.68 | 0 | 10.27 | 19.84 | 100 |
| Supermercados | 17.95 | 0 | 9.29 | 0 | 0 | 1.41 | 30.45 | 1.16 | 0 | 7.05 | 32.68 | 100 |
| Tiendas especializadas | 11 | 1.17 | 2.53 | 15.12 | 7.35 | 3.6 | 13.99 | 2.36 | 15.09 | 7.77 | 20.02 | 100 |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| BOLD SKIN | 61,974 | 233,811 | 22,536 |
| CARPE | 4,695 | 939 | 16,902 |
| CREMESOLE | 87,327 | 20,658 | 1,878 |
| CÉU PROTECT | 45,791 | 80,933 | 48,276 |
| ECLIPSE | 37,560 | 52,584 | 51,645 |
| ESSENCE D’OR | 30,048 | 12,207 | 24,414 |
| GOLDEN HOUR | 90,063 | 500,910 | 9,027 |
| SOLAIR D´OR | 40,377 | 7,512 | 15,024 |
| SOLAR GLOW | 78,876 | 15,963 | 79,815 |
| SOLEÁ CREAMS | 26,273 | 168,971 | 4,756 |
| VIOLISOL | 534,267 | 31,588 | 13,668 |
| * Ventas en unidades |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| BOLD SKIN | 5.97 | 20.76 | 7.83 |
| CARPE | 0.45 | 0.08 | 5.87 |
| CREMESOLE | 8.42 | 1.83 | 0.65 |
| CÉU PROTECT | 4.41 | 7.19 | 16.77 |
| ECLIPSE | 3.62 | 4.67 | 17.94 |
| ESSENCE D’OR | 2.90 | 1.08 | 8.48 |
| GOLDEN HOUR | 8.68 | 44.48 | 3.14 |
| SOLAIR D´OR | 3.89 | 0.67 | 5.22 |
| SOLAR GLOW | 7.60 | 1.42 | 27.72 |
| SOLEÁ CREAMS | 2.53 | 15.01 | 1.65 |
| VIOLISOL | 51.51 | 2.81 | 4.75 |
| TOTAL | 100.00 | 100.00 | 100.00 |
| Dimensión 1 | Dimensión 2 | |
|---|---|---|
| Atributos | ||
| Saludable | -0.04 | -0.60 |
| Con conciencia | 0.30 | -0.90 |
| Simpática | 1.63 | 0.44 |
| Agresiva | -0.72 | -1.46 |
| Sensible | -1.36 | 2.55 |
| Atrevida | 2.46 | 0.99 |
| Triunfadora | -0.22 | -0.21 |
| Cara | -0.80 | 0.32 |
| Popular | -0.19 | -0.21 |
| Marcas | ||
| BOLD SKIN | -0.59 | -0.27 |
| CARPE | -0.98 | 0.66 |
| CREMESOLE | 1.59 | 0.58 |
| CÉU PROTECT | 0.09 | -0.95 |
| ECLIPSE | -0.40 | -0.92 |
| ESSENCE D’OR | -1.28 | 0.85 |
| GOLDEN HOUR | 1.61 | 0.31 |
| SOLAIR D´OR | -1.27 | 1.80 |
| SOLAR GLOW | -0.56 | -1.31 |
| SOLEÁ CREAMS | -0.33 | -0.51 |
| VIOLISOL | 1.09 | 0.73 |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D´OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Ingresos totales | 7,162,222 | 1,262,016 | 1,756,709 | 5,941,250 | 7,796,977 | 2,666,093 | 11,100,000 | 4,715,329 | 9,605,970 | 3,990,000 | 11,561,484 |
| Costes | |||||||||||
| Costes de producción | 21,476,000 | 830,700 | 21,120,000 | 3,722,250 | 12,000,002 | 8,055,000 | 9,798,000 | 7,868,000 | 9,690,000 | 2,888,000 | 8,999,992 |
| Costes comerciales | 6,100,000 | 2,500,000 | 4,600,000 | 14,500,000 | 15,000,000 | 9,000,000 | 11,550,000 | 12,250,000 | 15,000,000 | 19,800,000 | 12,000,000 |
| Costes totales (sin stock) | 27,576,000 | 3,330,700 | 25,720,000 | 18,222,250 | 27,000,002 | 17,055,000 | 21,348,000 | 20,118,000 | 24,690,000 | 22,688,000 | 20,999,992 |
| Costes totales (con stock) | 28,874,015 | 3,357,657 | 28,228,164 | 18,222,250 | 27,675,919 | 17,574,997 | 21,348,000 | 20,462,504 | 25,080,415 | 22,688,000 | 20,999,992 |
| Beneficios | |||||||||||
| Beneficio neto | -21,711,792 | -2,095,641 | -26,471,455 | -12,281,000 | -19,878,942 | -14,908,904 | -10,248,000 | -15,747,175 | -15,474,445 | -18,698,000 | -9,438,508 |
| Disponible | 8,288,208 | 27,904,359 | 3,528,545 | 17,719,000 | 10,121,058 | 15,091,096 | 19,752,000 | 14,252,825 | 14,525,555 | 11,302,000 | 20,561,492 |
| * Datos en Euros | |||||||||||
Desarrollado por Prof. Joaquín Sánchez
Universidad Complutense de Madrid // Facultad de Ciencias de la Información // Departamento de Marketing